A modern marketing conundrum! How do you get men to want to wear Uggs?

1. Building a new brand
proposition

2. The Problem.
Men aren’t buying Ugg nor engaging with
the brand.

3. The Challenge.
Make Ugg relevant and desirable to men.

4. A Cultural Approach.
From studying Ugg’s relationship with men today its
clear that it faces many cultural barriers.

5. Barrier 1: Ugg doesn’t connect
with today’s ideal masculinity.

6. Ugg stands for metrosexuality – an out-of-vogue male identity ideal.

7. Male identity today has reverted back to traditional masculinity.

8. Ugg’s product range doesn’t connect to any
current male fashion trends.

9. Therefore, how can we connect with today’s
masculinity in a way that is authentic to the Ugg
brand?

10. Barrier 2) Men hold dire misperceptions
surrounding the Ugg brand and its
products.

11. Men see Ugg to be for women

12. Men only associate the Original Ugg boot with Ugg (they don’t have any
real awareness of the Ugg for men footwear range)

13. Therefore, how can we dispel these
misperceptions?

14. Barrier 3) Ugg’s current brand
story feels exhausted.

15. Ugg’s original brand story myth has been exhausted by the press.

16. To answer this brief one thought is needed that
singularly aligns and disarms these barriers.
Barrier 4) The press has seriously
damaged Ugg’s credibility

17. The heat created from the media surrounding men
wearing Uggs has made it a no-go brand.

18. The press has misrepresented Ugg to be tasteless
and unfashionable.

19. To answer this brief one thought is needed that
singularly aligns and disarms these barriers.

20. I delved deep into Ugg’s history to unearth a
greater brand story that both unlocks these
barriers and leverages Ugg’s unique assets.

21. Ugg’s real brand heritage is unknown beyond Australia

22. Although it is well known that Ugg originates from
Australia, what isn’t known is that Uggs grew out of a
specific Australian subculture known as Dag or Daggy
culture which still lives today.

23. Dag is an attitude and way of life.

24. Dag is an attitude and way of life.
He thinks and does as he likes…
….regardless of want people think.

25. He will wear textures that feel nice regardless of how they look.
He will wear something he has grown attached too even if it is worn out.
His style is unconventional – not slovenly.
He is amusing just by being himself.
He doesn’t care about other people’s opinions.
He enjoys activities regardless of his appearance to others.
His music taste is one that his peers feel is dated or uncool.

26. This leads to the campaign thought:
Dags wear Uggs.

27. Why does it work?

28. Dag creates a new, well-defined male
identity that genuinely resonates with
men today in a way that is true to the
Ugg brand and its product range.

29. This identity acts to revolt
against extreme male
fashion inspired by
Hipster culture and eases
the demands made on
fashion made on men
today.

30. It enables Ugg’s
uncool men’s
footwear range to not
have to respect current
men’s fashion trends.

31. It acts to meaningfully dissociate
Ugg away from associations of
metrosexuality and femininity

32. It deflates the tension surrounding
Ugg for men created by the media
by presenting an attitude that is
completely indifferent and self-
assured in relation to it.

33. It both activates and justifies Ugg’s unique product
benefit – luxury sheepskin wool. This is because it
supports the dag attitude of comfort over style.

34. It presents a new, unknown aspect of Ugg’s heritage to
breathe new life into the brand.